Sir Syed Journal of Education & Social Research

Vol. 4, Issue 1, 2021 (January – March)

ISSN 2706-6525 (online), ISSN 2706-8285 (Print) SJESR
ISSN 2706-9362 (CD-ROM), ISSN 2706-6525 (ISSN-L) Sir Syed Journal of Education &
DOI: https://doi.org/10.36902/sjesr-vol4-iss1-2021(416-430) Social Research
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Effect of Store Environmental and Individual Factors on Impulse Buying Behaviour of

Pakistani Consumers
* Dr. Ammar Hussain, Lecturer (Corresponding Author)
** Dr. Tariq Khan, Associate Professor
*** Dr. Shiraz Khan, Assistant Professor
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Abstract
The issues related to impulse buying have remained a major concern for marketing researchers as
well as practitioners. This study aims to examine the factors influencing an individual's impulsive
buying behavior. The study also aims to examine the association between independent variables
which are the environment of store and individual factors influence with impulse purchasing and to
investigate the mediating role of mood. To examine the relationship between the variables under
investigation; responses of 279 respondents were used for analysis. A self-administered questionnaire
was used for data collection. Regression and correlation analysis were conducted by using SPSS 17.
The results show that the Store environment influences an individual's impulse purchase behavior
similarly, further analysis of the data indicates that reference group influence is the aspect that
influences the impulse buying behavior of individuals, and mood play's role of a partial mediator.
Time pressure does not affect the impulse buying behavior of individuals. It was also found the
difference between men and women impulse purchases and respondents were found of impulse
purchases for food items. The study explored that mostly the food items are being purchased
impulsively by the respondents, the results of the research show that 46.4 % of the total sample have
purchased food items impulsively. The second product type which is being purchased impulsively is
accessories like Tie, Belt, and artificial jewelry. Results show that 43.1% of respondents have
purchased accessories impulsively. This study suggests some recommendations for the manager of
stores for further improvement of store atmosphere to boost impulse buying behavior among buyers
Keywords: Impulse Buying, Store Environment, Reference Group Influence, Time Pressure.
Introduction
Background
Purchasing is not a contemporary concept; selling and purchasing have been part of society from its
inception and changes along with the evolution of the societies (Solomon et al., 2014). At the start of
society, buying and selling have been linked to the needs of individuals for their satisfaction they
obtain sources from others (Hughes & Weller, 1989). Purchasing processes evolved with the
evolution of society, and now this activity considered the most important leisure time and living
strategy (Slater, 1997, Bayley & Nancarrow, 1998, Bansal et al., 2005) that might fulfill various
psychological needs of the individuals (Dittmar et al., 1996). Shopping as a means of recognition has
been used in a preferred social class by several individuals, and accordingly, it is showing the social
association instead of product's values (Escalas & Bettman, 2005). Most of the developed economies'
acquisition of goods is changing radically and a change has been observed associated with individual's
buying prerequisites to fulfill basic needs and they are using artifacts for communicating self-identity
(Dittmar, 1992). According to Levy (1981), an economy is only considered developed when
individuals acquire products not only for their functional use but also for the symbolic meaning which
is associated with such products. This growth has improved and altered the object of shopping from
simply purchasing necessities into a way of life. This has led to an increase of unintentional, needless
acquisitions of goods, this is also recognized as impulse buying (Dittmar et al., 1996).
Unplanned purchasing and impulse buying is considered to have a similar meaning, however;
there is a difference between the two, for example, Hausman (2000) stated that every purchase which
does not include any prior planning can be considered as unplanned buying, whereas impulse buying
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* Department of Business Management, Karakoram International University Gilgit
** Department of Management Sciences, The University of Haripur
*** Department of Management Sciences, The University of Haripur
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is slightly different because of quick and spontaneous decisions. Nevertheless, these terms have been
used interchangeably and, in this research paper, the same will be done. Punj (2011) discussed
impulse buying when an individual realizes an unexpected urge to purchase something and does not
assess the decision any further and acting purely based on an initial urge. Due to the increased number
of researches on impulse buying, multiple definitions have been proposed by various researchers with
small differences however these small differences in definitions may lead to misinterpretation. Jeffrey
& Hodge (2007), proposed impulse buying definitions which consist of key four features:
Buying is unintended, it is the result of exposure to an external stimulus, decisions made
immediately, and it contains an emotional response.
Even though this does integrate the various elements of impulse purchasing; still it does not
provide a clear description of what impulse buying is. Park & Lennon (2006), describe impulse
purchase behavior as:
It is an unexpected, hedonically complex, and compelling buying behavior that restricts
individuals from deliberate and thoughtful consideration of alternative and information.
Even though this may seem negative to a certain extent, individuals who make impulse
purchases do not consider substitutes and do not search for more information, it has been observed
that buyers do not believe impulse purchasing is wrong and after that, they are normally feeling happy
with their purchase decision (Park & Lennon, 2006).
However, Beatty & Ferrell (1998) put forward an in-depth explanation about impulse buying,
they took help for the definition of Rook and further expend it, according to them,
Without considering certain needs and purchase plans, impulse buying is an instant and
unexpected purchase. Such behavior may occur after undergone an urge to purchase and it is likely to
be spur-of-the-moment and without much reflection (i.e. "impulsive"). Buying simple reminder items
does not include in it, these are the items that are just out of stock at home.
When individuals encounter an abrupt, often influential, and constant push for the purchase of
an item without delay, impulse buying occurs. It is multifarious, and it occurs without keeping
consequences in mind (Rook & Hoch, 1985). The purchase decision of the item is made with no prior
plans and with no shopping tasks in their mind for a specific category of product (Bellenger et al.,
1978). In this case, the shopper encounters an unexpected push for buying the product without delay
and usually does not greatly consider the outcomes of purchasing the product (Weinberg & Gottwald,
1982). Sharma et al. (2010), have described impulse buying behavior as spontaneous acquisition
differentiated by comparatively quick decision-making, and an individual prejudice in support of
abrupt ownership. Again, stress is placed on the fact that the buyer did not intend to purchase a
particular product when entering the shop. It also integrates the notion of impulsiveness, which means
that the buyer acts instinctively and without considering the outcomes (Beatty & Ferrell, 1998). This
definition is more comprehensive, describes the various elements of impulse buying in detail, and
explains how impulse buying is different from normal shopping behavior. Therefore, this definition
will be used throughout this paper.
The impulse or the unexpected purchases is one of the important characters to understand the
customers' behavior and it is not easy to understand through one reason (Wells, et al, 2011). It was
evident through various researches that consumers' impulse buying could be positive or negative.
Rock and Hoch (1985) stated that most of the consumers after impulsive purchasing feel negative and
regret their decisions. Tendai and Crispen (2009), buying impulsively resulted in dissatisfaction and
disappointment of the products. Hausma (2000) pointed out in the study, consumers found it bad after
purchases as guilt because of financial loss. Meanwhile, those who do purchases on their partial
choices they may feel less guilt and some sort of happiness after purchasing (Chen, 2005). Hultén and
Vanyushyn (2014) highlighted that consumers usually feel gratification after getting the product
impulsively.
Significance of the Study
Now a day due to the dual and contradictory actions of consumers in buying and though processing
for attaining their desirable products, impulse buying now a day grabbed the attention of wide-spread
scholars. Majorly, researches on impulsive buying have been done in developed countries e.g. USA
(Park & Lennon, 2006, Chang et al., 2014); few in Far East counties and very limited researches on
impulsive buying has been conducted in Pakistan (Mohan et al., 2013, Lin & Chen, 2013, Sharma et

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al., 2014, Zhou & Gu, 2015). It is a major concern of the marketing researchers and practitioners on
impulse buying because very limited information presents about Pakistani consumers.
Objectives
However, the study aimed to provide the relationship of various factors involving impulse purchases
in various researches. , the objective of the study is to document the impact of the store environment,
time pressure, and reference group on the impulse buying behavior and to analyze how consumer's
mood mediates the relationship between store environment and impulse buying.
Research Question
The main research questions of the study were:
Q1: Does the environment of the store encourage individuals to buy impulsive buying?
Q2: Do the time pressure and reference group influence consumer’s intentions to purchase
impulsively?
Q3: Does the mood act as a mediator between the store environment and impulse buying?
Review of Relevant Literature
An environment of the Area
For making the environment more sophisticated various components are must inside the store, such as
lights and fragrance of store, design and variation of products, various articles, background music and
displaying tactics along with the presence of competent and active salesmen (Baker et al., 2002). It
was suggested that the environment of the store may be improved and designed in a way that
promotes positive feelings of the customer and he/she may spend more time in the store which leads
to more buying (Sharma &Stafford, 2000). The environment of the store plays a key role in enhancing
the shopping experience of customers (Adelaar et al., 2003). In physical shopping, the environment of
the store is crucial for the promotion of impulse purchasing because the physical environment of the
store possibly ignite the cognitive, physiological, and emotional responses that affect the avoidance
and retailing behavior of the customers (Mohan et al., 2013). Another study suggested that retailers
must consider the importance of displaying designs as per the practices of the customers (Tendai &
Crispen, 2009). The internal environment of the store may create a positive feeling irrespective of the
intentions of the customers who entered the store (Sharma & Stafford, 2000), the environment may
grasp the attention of the customers and forced their emotions to spend more money other than what
they were planning to spend (Cook, 2008). The environment of the stores provokes customers'
emotions it seems to be the forceful motive that is why various customers consume more money in
particular stores other than their wishes (Xu, 2007, Chang et al., 2011). Displaying articles/objects all
the time have been done keeping in mind the psyche of customers towards impulse buying (Zhou &
Wong, 2004). The behavior of the salesman is another factor if they behave well, in good manners,
customers may enjoy shopping (Akram et al., 2016). Jones (1999) stated salesmen most of the time
made the shopping experience more delightful giving so much time to particular customers, but
consumers feel more comfortable when they are assisted by a sales assistant.
Various studies all the elements discussed at the start of the heading, operationalized
separately like layout (Ang et al., 1997), presence of salesman and various articles (Sharma &
Stafford, 2000) music in the store place (Dubé & Morin, 2001, Beverland et al., 2006), lighting inside
the store (Summers & Hebert, 2001), and fragrance (Mattila & Wirtz, 2001, Chebat &Michon, 2003).
Baker et al. (2002) in the study discussed various components e.g. store design, employees, and music
views separately in the study rather than the combined influencing factors of the store environment.
Therefore, in the study store environment have been discussed and under the association of various
elements like arrangements, lighting, employee/salesman, and music.
Salesperson Behaviour
The salesperson is the most important part of physical shopping because their assistance and
conversation along with suggestions if someone asked about any product made the time of consumers
more joyful and pleasant (Park & Lennon, 2006). How a salesperson may behave is the most
important aspect of discussion because an over-enthusiastic salesperson may make lessen their
shopping than those who assist with shopping and making the process more joyful (Ellis, 1995).
Conclusive and joyful validation can develop the capability of impulse purchases among customers
(Tendai & Crispen, 2009). From searching a product for customers' need, assessment of the customers
according to their need, initial contact with the customers, building social capital with the help of
joyful and responsible marketing techniques are some of the responsibilities of the salesperson to

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complete their sales targets and another way round beneficial for the businesses' development and
promotion (Pornpitakpan & Han, 2013). It is common practice that venders/retailers depend upon
their methods of profitable business, salespersons only have access to the customers and they try to
convince the customers upon their requirement and need satisfaction towards particular products
through conversation and making them understood about various products (Mohan et al., 2013).
During purchase, bargaining is a very common practice of customers and salesperson play very
important role (Reynolds & Arnold, 2000), because they were advising and providing details to the
customers and encourage their decision making process faster than their particular choices about
various products (Yu & Bastin, 2010).
According to Stern (1962), impulse purchasing takes place once an individual feels motivated
as a result of suggestions to purchase new products without having prior information about the
product. It happens most of the time when the usefulness, quality, and function of the item for
consumption are assessed by a salesperson or a customer. Salespeople often encourage or persuade
consumers to buy additional products, as Han et al. (1991), found that amount of interactions with a
sales assistant influenced impulse buying during in-store shopping, and shop assistant can encourage
customers to accept unexpected and sudden purchase intentions while shopping (Ali & Hasnu, 2013).
Salespeople perform several roles among these they perform marketer's role and they demonstrate the
product physically and from a promotional point of view they are walking billboards and they are
considered as eyes of the company (Brady & Cronin, 2001).
Shelf Placement of the Products
Placement of the products on the shelf is another important variable that influences the purchasing
behavior of the customers (Abratt & Goodey, 1990). Shelves' management and placement of products
is one method that was used to identify the consumers' behaviors (Zhou & Wong, 2004). Placement of
the products on various shelves is the method used by successful vendors/retailers for understanding
the customer's behaviors (Park et al., 1989). Intentional placement of products may enhance the sales
of any particular product which unintentionally provokes customers to opt for that product (Kerfoot et
al., 2003). The strategy may be displaying the popular products in the back of the store, by doing this
the retailer will force the buyer to walk through different shelves and be confronted with many other
products first. Product display comprises of an intentionally planned presentation of products in a
specific place in a store by highlighting the product and influencing mood to positively influence
customers’ purchase intentions (Mohan et al., 2013). Placement of the products may get the attention
of customers and they are desired to purchase the displayed items (Tendai & Crispen, 2009).
Instinct purchases of the products can be increases through various displaying techniques of
products for their again and again purchases rather than interval purchases (Kacen et al., 2012).
Displaying products in various stores is the prominent influencing factor for impulse purchasing, it
may influence the emotional state of customers and increase the level of impulse purchasing (Mattila
& Wirtz, 2001). With the passage of time and the inclusion of new products, retailers try attractive
displaying techniques to attract more impulse buying (Kacen & Lee, 2002). The exact place for
displaying the product is always a little beneath the eye level and at the entrance point of the shelves,
but it is not possible for placing every product in that location (Inman et al., 2009).
In-store Advertisements
In today's competitive world of marketing, retailers need to think differently from others and turn their
retail outlets into attractive destinations for consumers (Tendai & Crispen, 2009). If retailers want to
increase the occurrence of impulse purchases, they must develop and change the nature of store
advertisement by considering the ultimate purpose of increasing impulse purchasing (Hausman,
2000). Similarly, according to Youn and Faber (2000) magnitude of impulse purchase behavior of
customers is increased by in-store advertisements and promotions. Apart from the store environment,
stores also provide consumers promotions as another form of stimuli that are influencing impulse
buying which encourages customers to obtain products impulsively (Stern, 1962). As compare to
outdoor advertising, there are no mediators among consumer's involvement and their response, and
the impact of in-store advertisement is measured through the sales as a result of these activities
(Mattila & Wirtz, 2008). Most of the time customers enter stores with a plan to purchase a particular
brand, but in-store advertisement might influence them to become 'inclined users' from committed
users (Jeffrey &Hodge, 2007).

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Impulse buying behavior can be developed by exposing customers to in-store marketing
stimuli i.e. in-store advertisement and promotion (Gutierrez, 2004). Advertisement complaints within
the store have a powerful influence on the buyer's purchase decision, which is why marketers are
switching a major amount of their financial resources from conventional out-of-store promotions to
in-store marketing (Coley & Burgess, 2003). In-store advertisements significantly influence a store's
performance and operations (Coley & Burgess, 2003), by introducing in-store such activities there is
an enormous chance to twist an uninteresting store into an enjoyable store, which will help to attract
customers and generate curiosity towards products (Sigurdsson et al., 2010).
Unexpected Cheaper Price
Less pricing has its type of influence on impulse purchasing from various other factors. Promotional
prices or the less pricing of the products can attract more consumers for impulse purchases (Abratt &
Goodey, 1990, Youn & Faber, 2000, Virvilaite et al., 2009). The same case was discussed by Bell et.
al. (2011), in-store low pricing pushed customers towards impulse purchases. Low pricing resulted in
higher purchases of optional products (Karbasivar & Yarahmadi, 2011). One of the promotional
strategies is price negotiation for the promotion of market and product purchases, which motivated
customers for more buying (Hultén & Vanyushyn, 2014). Generally, all the services and products for
the consumers used sales promotion techniques e.g. affordable prices for a particular time that directly
encourage the sales of products (Virvilaite et al., 2009). For the promotion of the products, the
promotional plans and various special offers encourage post-purchase reactions for the additional
benefits of the business (Kollat & Willett, 1969). Such an increase in the behavior may be suitable for
the short-term boost in market share (Ali & Hasnu, 2013). Promotional competitions of stores and
vendors surrounded by various products and innovative ideas and placement of the products may
increase the sales and the brand value (Gutierrez, 2004).
It is not confirmed that all the time promotions have positive outcomes, sometimes they
promote negativity and various effects on the product (Dittmar et al., 1996). And one negative aspect
is the price discounts, it may increase the negative impression regarding the planned purchases of the
products and may raise the question of quality of the products (Hartley & Cross, 1988).
Mood
Generally, moods are influenced by the situations, external environment, and the various factors
which temporarily or permanently affect the customers' exposure of purchases (Rook & Gardner,
1993). Individuals are generally act as per their emotional strength other than their cognitive
development (Fagerstrøm, 2010). Happy feelings are directly linked to the emotional stability of the
consumer which is directly linked to the surroundings and directly linked to the longer stays and more
purchases from stores (Sigurdsson et al., 2010). It was evident that customers' mood did positive
effects on impulse purchases as discussed by Rook and Gardner (1993) in their study, customers with
positive mood are more inclined to more impulse purchases than with negative mood, even both
emotions could be considered for impulse purchases. Generally, Beatty & Ferrell (1998), stated
positive mood of customers directly linked to impulsive purchases, and customers of impulse
purchases are more emotional than average regular customers (Weinberg & Gottwald, 1982).
According to the study of Verplanken and Herabadi (2005), impulse purchases reduce the negative
feeling, principally when people have under the impression of low self-esteem.
Time Pressure
Time is the most limited social resource, consumers try to enlarge their time for attaining the desired
goals of daily routine life by allotting time to various activities (Sharma & Stafford, 2000). Lin &
Chen (2013) discussed that time and emotions are the two major elements that influence the behavior
of customers. Overall, time is considered the situational factor which influences the buying decision
of the consumers inside the market (Iyer, 1989, Herrington & Capella, 1995, Vermeir & Van
Kenhove, 2005). Time pressure usually negatively influence impulse purchasing because limited time
may promote frustration among the customers (Beatty & Ferrell, 1998). There is another factor e.g.
browsing in the store for the products during shopping, it was evident that majorly browsing directly
impacts impulsive behavior and increases it when customers have more time for browsing (Gültekin
& Özer, 2012). Under the influence of time customers, most of the time inclined towards quick
decisions that are not favorable for impulse buying, in the other way time is the most critical factor
which significantly influence the decision of impulse buying (Shannon & Mandhachitara, 2008).

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Time pressure can alter the shopping behavior significantly; as the availability of limited time
during a shopping trip will influence an individual's buying behavior negatively (Vermeir & Van
Kenhove, 2005). While confronting the issue of time pressure, a well-organized shopping
environment, such as helping the buyer in discovering their products swiftly can play key roles in
reducing time pressure (Kidwell & Jewell, 2003).
Reference Group’s Influence
Individuals are expected to have a higher urge to purchase impulsively and show greater intend to do
so when buying impulsively is appropriate and rational socially (Rook & Fisher, 1995). It has been
observed that the normative effect on impulse purchase behavior may be influenced by norms and
values of the specific reference group such as peers versus parents (Luo, 2005). Most of the parents
make an effort to develop an awareness of the obligations among their children by discouraging
impulse purchasing as they consider it as wasteful; however, members of the peer group may perhaps
encourage impulse purchasing for the reason that it symbolizes spontaneity regardless of the possible
undesirable consequences for a long period (Coley & Burgess, 2003). Reference group serves as a
source of information from where individuals acquire opinion to make sure they are purchases are
following the norms of their group, such groups often consist of family members, friends, and co-
workers (Bearden & Etzel, 1982). Reference groups have been recognized as an essential determining
factor, its effect can be informational, utilitarian, and value-expressive (Bearden & Etzel, 1982).
Informational effects convey valuable information regarding products, services, brands, and
stores, this knowledge may perhaps be transferred either directly i.e. direct demo by close relatives
and friends, or indirectly by observing others consuming the product (Kinley et al., 2000). Functional
influence occurs when the reference group has the vital authority of rewards or punishments, which
can be either physical or emotional (Sharma et al., 2010). Consumers will obey the reference group's
choice in a product acquiring state of affairs when they have faith that it can control rewards that are
important for them, particularly when their actions to the group (Mallalieu & Palan, 2006).
Individuals make use of a reference group to prompt themselves with the beliefs, values, and social
standards that it characterizes to strengthen their self-esteem and accept their influence because they
simply like the group (Punj, 2011). As a result, these will influence the customer's choice of product
and brand according to the symbolic meanings and images. According to Luo (2005), all product and
brand purchases are not influenced by the reference groups in a similar way it looks as to be superior
to goods that are more prominently used in public rather than in private.
Impulse Buying
Impulse buying behavior comprises of internal and external forces guiding individual's purchases of
and buying are usually unintended, unexpected, and unintentional (Rook & Hoch, 1985). Strong
emotional responses often go together with impulse buying by creating an influential desire to
purchase or provoke feelings of enjoyment. It gives an impression that only hedonic objects are being
served by impulse buying. Although there is a factor of fun associated with impulse buying, it has
been evidence that impulse buying assists the task of improving the state of mind. For example, to
uplift them from bad mood people sometimes value themselves through self-gifts. People decide to
sacrifice self-control and permit themselves to be involved in impulse buying if they believe that such
purchases might make them feel better. However, Rook & Gardner (1993) establish that both positive
and negative states of mood with impulse buying. This means individuals will get involved in impulse
buying not only to lift their mood, but they will purchase even they are in a good mood to maintain
that mood.
Although impulse buying is usually measured in the perspective of a purchase environment,
furthermore, there is a strong indication for individual variations in buyers’ propensity to purchase on
impulse (Laforet, 2011).
Verplanken and Herabadi (2005) a cognitive aspect is associated with the absence of planning
in buying decisions, and an emotional aspect is related to feelings of enjoyment and uncontrollable
desires to purchase. Unintended purchasing propensities are associated with several personality
aspects, individuals with a high likelihood of impulse buying are low in carefulness and self-rule, but
high action-oriented.
Theoretical Framework
After the selection of the variables, their direct and indirect relationship along with various directions
that identify the consumers' buying intentions, a theoretical model has been developed. For the present

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research study, store environment, time pressure, reference groups have been examined to identify the
impulse purchases. For the study Mood was used as the mediator for the environment of the stores.
H1
Store Environment
 Salesperson Behavior
 Product Shelf Placement
 In-store Advertising Mood H4
 Unexpected cheaper Price
H2

H3
Impulse
Time Pressure Buying

Reference Group Influence

Theoretical Model of the Study

Hypothesis
H1: There is a significant relationship between store environment and impulse buying.
H2: There is a significant relationship between time pressure and impulse buying.
H3: There is a significant relationship between reference group influence and impulse buying.
H4: There is a significant relationship between store environment and impulse buying based on
mood as a mediating variable.
Methods of the Research
Selection of Sample
The convenience sample method was used for data collection from both male and female respondents.
The study was conducted in Islamabad city, keeping in mind when and why impulse buying takes
place. Due to the greater and easy access to shopping malls, retail stores, and internet technology,
modern societies are providing increasing openings for impulse buying. On the other hand,
technology such as ATM, twenty-four-seven (24/7) accessibility, and shop at home TV programs are
the main causes of performance more impulsively and buy around the clock. A self-administered
questionnaire was developed for the study. A total of 300 questionnaires were distributed out of which
287 responded, and 279 were found to be useable.
Instrumental Development
The development of instruments and selection from the available methods is an important step for
conducting research. Appropriateness of the instrument may reduce the bias of data collection. From
various research papers, a questionnaire has been developed and administered. The Likert-scale
method has been adopted by using five scales i.e. 1-5 as strongly disagree/ disagree/ neutral/ agree/
strongly agree with a variation. It is most of the time used for assessing the attitude and reliability as
discussed by Crouch and Housden (1996); Chisnall, (2005) in their studies.
Various research articles have been consulted for developing questionnaire e.g. impulse
buying was adopted from the work of Rook & Fisher (1995); for the store environment Wirtz et. al.
(2008) work was consulted, for mood-related questions, the work of Baker et al (2002) have been
consulted and their variables were adopted. The work of Carpenter & Moore (2006) was used for the
questions of time pressure and the work of Bearden et al (1989) was used to identify the influence of
reference groups on impulse purchases.
Data Collection and Analysis
The collection of data is the second important aspect in research that directly influences the outcomes
of the study. For the study, self-administered survey questionnaires were used, which containing
close-ended structured questions. For documentation of the relationships, descriptive statistics have

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been used. Impact of independent and dependent variables along with mediator have been observed
through multiple linear regressions, and for testing the hypotheses correlation was used with the help
of SPSS software.
Results and Discussions
Reliability
For assessment of the variable's reliability, the reliability analysis was used. Cronbach's alpha was
commonly used to measure the internal reliability, usually, this method has been used to verify the
scales' consistency when anyone administered Likert's scale questions, which showed how questions
were related like a group. DeVellis (2003) stated that the value of Cronbach's Alpha must be greater
than 0.6. Factor analysis has been done to find out the coherence and the rightfulness of variables,
which identity as well as filter the weak variables. Factor analysis and reliability have been conducted
to make sure that the results are factual, reliable, and indicate the true situation. The results of the
study showed the estimate of Cronbach's alpha was greater than 0.7.
Table 1
Reliability
Variable Number of Items Cronbach' Alpha
Salesperson Behavior 5 .758
Product Placement 5 .708
In-store Advertisement 5 .723
Cheaper Price 5 .720
Time Pressure 4 .740
Mood 6 .723
Reference Group 5 .764
Impulse Buying 6 .765
Demographics
There was a total of 276 respondents out of which 147 were males and 129 were females. The
maximum number of respondents was in the 20-30 years of age bracket which makes up 81.5% of all
the respondents. The sample which was selected for the current study has a different level of
education out of which most of them are at master’s level and they make up 51.4% of the total
sample. 66% of respondents were students while 29 % were employees and 5% were self-employed.
24 % of the respondents in the sample have a family monthly income between Rs. 25- 50 thousand.
Correlation
Table 2
Correlations
Time Reference Store Impulse
Mood Pressure Group Environment Buying
- - - -
Mood 1
Time Pressure .225** 1 - - -

Reference Group .494** .203** 1 - -

Store Environment .434** .370** .386** 1 -

Impulse Buying .232** .126* .278** .415** 1

**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
The analysis of correlation was used to discuss the relationship among variables, which shows
a direct relationship of dependent variables caused by the independent variable. “Pearson correlation
coefficient” table suggested a statistically significant relationship among the dependent variable (i.e.,
impulse buying) and independent variables (Mood, Store Environment and Reference Group) (.23,
.27, and .41) at .01 while Time Pressure shows significance (.12) at .05. All the relationships were
positively significant relationship with each other.
Regression
The R2 measures the variance caused in the dependent variable by the independent variables this also
determines the strength of the relationship between the variables.
Table 3: Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
.736a .542 .535 .57395
a. Predictors: (Constant), Store Environment, Time Pressure, Reference Group, Mood.

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The value of R2 in table 3 indicates that 54.2% of the variance impulse buying can be
predicted from the variables Store Environment, Time Pressure, Reference Group, Mood. This value
of R2 also indicates the overall strength of correlation and it does not show the degree to which any
specific independent variable is linked with the dependent variable.
Table 4: ANOVA
Model Sum of Squares df Mean Square F Sig.
Regression 20.474 3 26.825 71.265 .000a
Residual 87.295 272 .321
Total 107.769 275
a. Predictors: (Constant), Time Pressure, Reference Group, Store Environment, Mood.
b. Dependent Variable: Impulse Buying
Table 4 depicts the significant value of ANOVA at .000 which endorse the model as fit for analysis.
There is another mandatory value 'F' which must be more than .50 to predict the fitness of the model
as a benchmark for the study. The significance of values in ANOVA should be less than .05 which is
less than .05 which suggests that the overall model is fit for analysis.
Table 5: Coefficients
Unstandardized Standardized
Model Coefficients Coefficients Hypothesis
B Std. Error Beta t Sig
(Constant) 1.102 .354 3.110 .002
Store Environment .515 .086 .376 6.010 .000 H1 supported
Time Pressure -.044 .061 -.042 -.715 .475 H2not supported
Reference Group .196 .082 .142 2.394 .017 H3 supported
a. Dependent Variable: Impulse Buying
It is proven that the Store Environment and reference group influence have a significant
relationship with impulse buying. Hypothesis (1) suggested that the store environment affects impulse
buying. There was a significant relationship between store environment and impulse buying (p = .000,
t = 6.010) therefore hypothesis (1) is accepted. Whereas hypothesis (2) proposed that time pressure
has a significant relationship with impulse purchasing. However, the relationship was not found
significantly found between time pressure and impulse buying (p = .475, t = -.715) consequently the
hypothesis (2) is rejected. Furthermore, hypothesis (3) suggests that reference group influence affects
the impulsiveness of purchase, a significant relationship between reference group influence and
consumers' impulse buying was found (p= .017. t = 2.394) as a result hypothesis (3) is accepted.
Testing Mediation
In this study, mediation was tested by using the regression technique by following the four steps
mentioned by Baron and Kenny (1986). In this proposed technique the first three steps are to (1-3)
determine that the relationship exists between the variables. This relationship must be significant, if it
is not significant it shows that mediating is impossible
Table 6
Steps R2 β T Sig
Step 1
S.E IVImp DV 0.172 0.569 7.545 0.000
Step 2
S.E IV Mood MV 0.189 0.43 7.98 0.000
Step 3
Mood MVImp DV 0.054 0.32 3.939 0.000
Step 4
S.E IV  DV
0.175 0.531 6.346 0.000
Mood
At the first three steps, statistically significant relationships were found between (i) Store
Environment (IV) and Impulse Buying (DV) (β = .0.569, t = 7.545, p <.01), (ii) store environment
(IV) and Mood (MV) (β = 0.43, t = 7.98, p < .01), (iii) Mood (MV) and Impulse buying (DV) (β =
0.32, t = 3.939, p < .01), this shows that mediating analysis terms were fully met. To conclude the
mediation, in the fourth and last step, when MV (Mood) was entered in the equation, the effect of

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Store Environment (IV) was changed. Despite significant relationship (p < .01), both the degree of
estimated coefficient for Store Environment (IV) and t-statistic were lessened (β =.569 vs. β = .531
and t = 7.545 vs. t = 6.346). Moreover, R2 = .175 indicates that both variables explain a 17.5 %
variance in impulse buying. Therefore, hypothesis H4 is partially supported. The results in Table 6
indicate that mood acts as a mediator between Store Environment and Impulse Buying however, it
mediates partially.
Various categories of the product were included in the questionnaire to find the product category,
which is being purchased impulsively. The study explored that mostly the food items are being
purchased impulsively by the respondents, the results of the research show that 128 respondents
which make 46.4 % of the total sample have purchased food items impulsively. The second product
type which is being purchased impulsively is accessories like Tie, Belt, and artificial jewelry. Results
show that 119 respondents have purchased accessories on impulse this makes 43.1% of the total
sample.
Discussion
The present study was planned to examine the relationship of various variables as discussed earlier.
Various studies have been conducted and various effects of impulse purchases have been identified
but, in this study, all the outputs joined together and a multi-factor was used to conclude the impact of
each variable.
Findings suggested that the store place/internal environment (attitude of salespersons, cheaper
price, placement of the product, and the overall environment of the store) is the important determinant
among the impulse purchasing behaviors, the finding are similar to Tendai and Crispen, (2009). The
relationship between time pressure and impulse buying was found not significant in the current study
as these results are similar to the finding of Yarahmadi and Karbasivar (2011), in their scholarly study
they found that the availability of time and time pressure is not related to impulse buying.
Theory of Planned Behaviour given by Ajzen (1991) stated that there are three important
aspects for the guidance of human actions; (behavioral beliefs) possible results of the certain
behavior; (normative beliefs), expectation and copying strategies for that expectation (control beliefs)
may assist or lower down the functioning of behavioral believes in the favorable or unfavorable for
the said research objective. Normative believes and social influence which controls the perceived
behavioral control. For the present research study, the reference groups' influence was used as the
independent variable. And the results of the study showed a significant relationship of reference's
group's influence on impulse purchases as discussed in Planned Behaviour's theory. The results of the
study also showed that mood plays a partial mediating role between the environment of the store and
impulse buying and the finding is like Mustafa (2012). In his study Mustafa, found between personal
characteristics and situational influences for impulse buying that mood partially mediating effect on
such purchases.
Conclusion
A behavior that motivates individuals to act accordingly when they see a particular product on a shelf
in a store is known as impulse buying that considered a divergence from rational or planned-to-buy
behavior. This state of mind is considered as the psychological imbalance in which the customer feels
out of control for a specific shorter period. Customers may get involved in the long-term
consequences of such purchases and immediate satisfaction when they engaged in psychological
balancing the satisfaction. Most of the time consumers' impulse purchasing done without any future
consequences. The goal of the study was to identify the effects on the impulse behavior of customers
through various variables e.g. environment of the store, time pressure, and influence from reference
groups, and most important was the mediating variable that was the mood of the buyer of Rawalpindi
and Islamabad. A sample of 276 customers has been interviewed through the questionnaire to find out
the stated variables' impacts on impulse purchasing. The study found a significant effect of reference
groups and the environment of the store on the impulse purchases while time was not effective, and
the mood of the customer was partially mediating. It was also found the difference between men and
women impulse purchases and respondents were found of impulse purchases for food items.
After concluding the findings of the study, some of the recommendations have been made of
impulse buying. It was evident that promotional activities and the placement of the products could be
influencing elements of impulse purchasing. Various marketing strategies associated with the sales,
placement, or displays of products and the friendly salespersons are some of the techniques which

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___________________________________________________________________________
must be considered. It was also recommended that the venders must invest in the environment of
favorable shopping, as it was evident that the environment of the stores motivated customers for
shopping. Placement of the products is the most important element for promoting impulse purchase.
Monitory beneficial and more mobile and acceptable resources e.g. credit-cards, as well as money-
back assurance, boost the impulse buying, it is also recommended for the shop owners to accept that
type of money plans. It was also suggested that the point of purchase may be encouraged for the
promotion of impulse purchasing.
Limitations and Future Research Direction
However, the collected data was quite dull. Majorly respondents were reluctant, and the major issue
was the time constraint. The time was the exam season which is why the data collection process was
hindered, for overcome these issues convenient sampling method was adopted which was appropriate
for the study. The customers belonged to the urban areas of Rawalpindi and Islamabad. If the same
findings hold as constant for the urban areas' behavioral change for impulse purchases it may come
with meaningful findings. Limited factors e.g. reference group influence, the environment of the store,
a mood of the customers, and time pressures were identified for the study, and the findings of the
study in this context are not generalized to the whole society because the sample was small and the
majority of the students were university students.
For a generalization of the results, many other segments of society may be considered, and a
much bigger size must be adopted. For future researches quantitative research designs may be used
for research for survey questionnaires, it was also suitable and suggested for future researches that the
more structured researches e.g. experimental designs, controlled customer behavior to overcome any
external interruption. Interpretation techniques for the Mall studies and first-hand information may be
conducted after their impulse purchases. And for the validation of findings of the study, it was also
recommended that future researches may be included with various variables majorly purchasing and
self-control, and plastic money.
Academic Implication and Future Research Direction
The impulse purchasing behavior of the customers has been added in the academic research with
major emphasis on the relationship of different factors such as reference group influences, mood,
store environment, and time pressure to understand the impulse buying behavior. This research also
contributed to the existing literature regarding the Pakistani consumers' behavior along with different
associated factors. It will also beneficial for the existing vendors to promote their impulse buying
behaviors. For the first time in Pakistan time pressure and reference groups for influence on impulse
buying were studied. Replication of the study in different socio-economic contexts may validate the
results of the study.
The study highlighted the environment of the store and the reference groups which influence
the impulse buying and mood of the customer plays a partial mediating role in such buying. The
environment of the store plays its important role which increases sales as well as profits of the
retailers. They are suggested to decorate their stores in a way that may increase the comfort of
customers.
Active and friendly behavior of the salesperson, promotional activities like the price are some
of the activities which increase the tendency of impulse buying. If the environment is not appropriate
then the customer may reduce the shopping time and the tendency of impulse buying may reduce and
may customers postpone the purchases. It was suggested and documented that if stores are attractive
and have very prominent placement of products their purchases increase and the tendency of impulse
buying increases than those which have less attractive inside environment. Social influence for buying
a particular product in the society is common which increases the vulnerability of the customers'
future purchases. It was also suggested that making the various marketing campaigns and promotional
activities may influence the community which positively engaged the customers and impact them
presently. These tactics may change the attitude of customers towards more impulse buying.

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